Beverages: Specialty 2014

Energy-Drink Trends

Red Bull gained nearly a point in share during the 52 weeks ending Dec. 29, 2013, to provide more than 38% of c-store energy-drink sales, according to IRI. Data for the last quarter of 2013 shows that the eight of the top 10 UPCs picked up dollar and unit sales, with the 16-ounce Monster the top-selling item.

Energy Drinks by Brand

C-store sales, 52 weeks ending Dec. 29, 2013

Brand

C-store sales ($ millions)

PCYA

Unit sales(millions)

PCYA

Red Bull

$2,595.2

8.6%

896.4

10.7%

Monster

$847.9

0.8%

378.7

1.4%

Monster Rehab

$289.1

-1.8%

130.1

-1.0%

Java Monster

$251.0

12.0%

100.6

13.9%

Nos

$244.2

7.5%

117.3

10.9%

Monster Energy Zero Ultra

$231.0

662.8%

105.6

653.9%

Monster Energy Lo-Carb

$231.0

-15.5%

97.1

-16.2%

Rockstar

$222.1

-4.0%

108.9

-3.1%

Monster Mega Energy

$217.1

2.3%

70.9

3.1%

Monster Energy
Absolutely Zero

$149.3

-21.2%

64.6

-23.3%

Total (including brands not shown)

$7,521.4

4.1%

3,035.0

5.9%

Source: IRI

Latest Quarter: Energy UPCs

C-store sales, 13 weeks ending Dec. 29, 2013

Brand

C-store sales ($ millions)

PCYA

Unit sales(millions)

PCYA

Monster (16-oz.)

$196.9

10.2%

89.6

9.5%

Red Bull (12-oz.)

$181.4

12.1%

62.4

12.4%

Red Bull (8.4-oz.)

$122.1

-3.5%

55.8

-4.0%

Red Bull (16-oz.)

$95.4

6.0%

25.0

5.9%

Monster Mega Energy (24-oz.)

$53.8

12.0%

17.6

13.2%

Monster Energy Zero Ultra (16-oz.)

$52.7

76.2%

23.9

72.9%

Red Bull (20-oz.)

$49.5

4.4%

10.7

4.2%

5-hour Energy Extra Strength (berry, 1.93-oz.)

$42.3

-10.0%

12.7

-9.6%

Rockstar Energy (16-oz.)

$39.7

3.2%

20.7

5.1%

Red Bull (12-oz.)

$39.6

7.0%

13.5

6.9%

Total (including UPCs not shown)

$1,807.1

7.9%

730.5

10.1%

Source: IRI

Market Share: Energy Drinks by Brand

C-store sales, 52 weeks ending Dec. 29, 2013

Brand

Dollar share

Point change

Red Bull

38.7%

0.9

Monster Energy

12.6%

-0.7

Monster Rehab

4.3%

-0.4

Java Monster

3.7%

0.2

Nos

3.6%

0.0

Monster Energy Zero Ultra

3.4%

3.0

Monster Energy Lo-Carb

3.4%

-0.9

Rockstar

3.3%

-0.4

Monster Mega Energy

3.2%

-0.1

Monster Energy Absolutely Zero

2.2%

-0.8

Others

21.6%

NA

Source: IRI

Category Management Tip

According to Nielsen data covering the 24 weeks ending Jan. 25, 2014, tea dollar sales in c-stores are growing, with premium teas accounting for the bulk of the increase. Ivan Alvarado, director of category management for Dr Pepper Snapple Group, says retailers can drive margin by enhancing the position and space of premium teas. “Focus on brands that will help drive profitability (penny profit) for your tea category by placing them in more visible positions and ensure sufficient space is provided to these brands,” says Alvarado.